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    Tata Nano Failure: Case Study

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    ronak
    Tata Nano was envisioned as an affordable transportation solution for low income Indian families. However, it failed to gain widespread adoption due to perceptions of low quality associated with its extremely low price. Specific factors like its small engine, difficulty handling Indian roads, and negative publicity from safety issues like fires undermined confidence in the Nano as a reliable family car. While Tata had good intentions in making a car accessible to the masses, the Nano's low cost came at the expense of attributes important to consumers and ultimately led to the project's failure in the market.

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    Tata Nano Failure: Case Study

    Uploaded by

    ronak
    2K views12 pages
    Tata Nano was envisioned as an affordable transportation solution for low income Indian families. However, it failed to gain widespread adoption due to perceptions of low quality associated with its extremely low price. Specific factors like its small engine, difficulty handling Indian roads, and negative publicity from safety issues like fires undermined confidence in the Nano as a reliable family car. While Tata had good intentions in making a car accessible to the masses, the Nano's low cost came at the expense of attributes important to consumers and ultimately led to the project's failure in the market.

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    Tata Nano was envisioned as an affordable transportation solution for low income Indian families. However, it failed to gain widespread adoption due to perceptions of low quality associated with its extremely low price. Specific factors like its small engine, difficulty handling Indian roads, and negative publicity from safety issues like fires undermined confidence in the Nano as a reliable family car. While Tata had good intentions in making a car accessible to the masses, the Nano's low cost came at the expense of attributes important to consumers and ultimately led to the project's failure in the market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2K views12 pages

    Tata Nano Failure: Case Study

    Uploaded by

    ronak
    Tata Nano was envisioned as an affordable transportation solution for low income Indian families. However, it failed to gain widespread adoption due to perceptions of low quality associated with its extremely low price. Specific factors like its small engine, difficulty handling Indian roads, and negative publicity from safety issues like fires undermined confidence in the Nano as a reliable family car. While Tata had good intentions in making a car accessible to the masses, the Nano's low cost came at the expense of attributes important to consumers and ultimately led to the project's failure in the market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    At a glance
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    The key takeaways are that Tata Nano was envisioned as an affordable transportation solution for low income families in India. It used cost cutting measures like plastics and lack of features to become the cheapest car in the world but faced issues with poor quality perception and negative publicity.

    Ratan Tata was inspired to create an affordable car after seeing families traveling on scooters unsafely. He wanted to provide a safer transportation alternative.

    Tata Motors cut costs by using plastics and adhesives instead of welding and omitted features like AC, power steering to keep the price low. They also benefited from government subsidies and tax breaks.

    T A T A N A N O F A IL U R E

    CASE STUDY
    Company History
    The Tata Group

     FOUNDED BY JAMSETJI TATA IN 1868 AS TRADING COMPANY


     FIRST STEEL MILL, POWER UTILITY, LUXURY HOTEL AND INTERNATIONAL
    AIRLINE
     BY 2011, 98 COMPANIES OVER 7 SECTORS.
     COMPANY SEEN AS INSPIRED TRUST & A STRONG COMMITMENT TO ETHICS
     BY TATA CODE OF CONDUCT, TATA PROMISED TO IMPROVE THE QUALITY OF LIFE
    AND NANO IS A PRIME EXAMPLE.
    IDEA GENERATION

    “I SAW FAMILIES RIDING AROUND ON SCOOTERS


    WITH KIDS STANDING UP AND THE MOTHER
    CARRYING A BABY AND SITTING PILLION AND
    DECIDED TO DO SOMETHING ABOUT IT. IT STARTED AS
    A QUEST FOR AN AFFORDABLE TRANSPORTATION
    SOLUTION”.
    --RATAN TATA
    INTRODUCTION
    • The Tata Nano was introduced at the 9th auto expo by Tata Motors in
    New Delhi, India on Jan. 10,2008.

    • Car delivery to customers started in July,2009.

    • Tata Nano is made for medium class family , it is small, affordable


    and stylish cars.

    • Tata Nano get the title of “World cheapest Car”.


    What makes it so cheap !

    THE TATA NANO USES PLASTICS AND ADHESIVES RATHER THAN WELDING.

    INTRODUCING THE CAR WITH AN ARTIFICIALLY LOW PRICE THROUGH GOVT-


    SUBSIDIES AND TAX-BREAKS, OR
    USING VERTICAL-INTEGRATION, OR

    PARTIALLY USING INEXPENSIVE POLYMERS OR BIODEGRADABLE PLASTICS INSTEAD OF


    A FULL METAL-BODY.

    IT HAS NO AC, NO POWER STEERING, NO POWER WINDOWS, NO POWER


    BELLS AND WHISTLES.
    WHAT MAKES TATA NANO SO CHEAP?
    3d view of Tata nano
    Why Tata Nano Failed?
    It got branded as a “cheap car”

    r Pe o ple
    Poo
    Car
    The Look Of The Car
    Low Price Means Low Quality

     IN INDIA, THERE IS A VERY POPULAR PHRASE IN SOCIETY. “LOW PRICE MEANS LOW QUALITY”.

    • ENGINE OF SOME BIKES ARE BETTER THAN NANO ENGINE

    • FACES DIFFICULTY IN CASE OF OVERLOADING.

    • THE NANO CANNOT BE DRIVEN ON SPEED MORE THAN 70 MPH.

    • SMALL TYRES OF NANO MAKE IT DIFFICULT TO DRIVE IT ON ROUGH INDIAN ROAD.


    Nagative publicity of the car
    Nano
    catching
    fire
    Ch e
    Cau ap Ca
    ght r
    Fi r e

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